When a UX Professional Speaks

An image illustrating the differences between using analysis, advocacy, and evidence vs. bias, whimsy, and opinion
  • If you blindly mimic the architecture and behavior of another application or product, you automatically inherit their failures and problems as well as their successes.
  • If context of use is ignored or a poor attempt to understand it is exemplified, users’ wants and needs are an afterthought, resulting in your project easily becoming an exercise in futility.
  • If you don’t engage in user testing, you won’t be able to identify and confirm potential successes and failures.
  • If is no user advocacy, the design doesn’t qualify as being user-centered.
  • If everyone focuses on the goal of finality (i.e., trying to complete the project by a specified due date, no matter the readiness of the product) instead of pursuing sound business goals and applying proven methodologies in their approach, the project will fail.
  • When a specific app/product is suggested as a model, the UX professional (or someone with a UX mindset) will investigate said app/product and identify its strengths and weaknesses, helping provide direction that distances the team’s efforts away from any faults of the previously suggested app/product.
  • Knowing that using one example is grossly taboo and that common conventions aren’t necessarily equivalent with correctness, in addition to examining the aforementioned app/product, an additional wealth of apps/products (anywhere from 50–500) will also be analyzed in an effort to help confirm the validity of the team’s direction.
  • Each one of the apps/products analyzed will be examined using proven sets of heuristics.
  • Based on the findings, recommendations for how to proceed will be provided (zero whimsy, zero bias, zero personal opinion) — with all recommendations based on evidence.


About Darren



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UX Uncensored

UX Uncensored


Darren Hood: UX pro (27+ yrs), adjunct professor, TEDx and conference speaker, author (97 Things UX book), host of The World of UX podcast, & “pure UX” advocate